Clay
Data enrichment and outbound automation for GTM teams.
Reviewed by Faisal Saleem · Filed under Sales & Outreach
Clay is data enrichment and outbound automation for GTM teams. Freemium, with paid plans from $149/mo.
About this tool
Clay is a GTM data platform that combines a spreadsheet-style interface with access to more than 100 enrichment sources and AI agents to build hyper-personalized prospecting workflows. Users start with a list of accounts or leads, pull in firmographic, technographic, news and signal data via Clay's data integrations, then use Claygent, an AI research agent, to look up specific information about each row from the web. Once a list is enriched, AI message templates draft tailored emails and LinkedIn touches at scale, which can be pushed to Outreach, Salesloft, HubSpot or Salesforce. Clay is widely used by GTM engineers, RevOps and outbound sales teams at startups and mid-market companies, and is sold on Starter, Explorer, Pro and Enterprise plans with per-credit pricing for enrichments.
- Lead enrichment
- Account research
- Outbound personalization
- GTM ops
- 75+ data providers
- Claygent
- AI personalization
- Waterfall enrichment
- HubSpot/Salesforce sync
Clay pros and cons
Hand-derived from the catalog data — strengths and trade-offs to weigh before signing up.
Pros of Clay
- Free tier available; paid plans from $149/mo
- Includes an autonomous AI agent for multi-step tasks
- 75+ data providers
- Claygent
- AI personalization
Cons of Clay
- Competition is strong in this space — see Seamless.ai and Lavender for comparison
4 plans from Clay
Pulled from Clay’s public pricing page. Prices may change — verify on the vendor’s site before purchasing.
Free
Get started with Clay
- 500 actions/month
- 100 data credits/month
- Unlimited seats & tables
- Multi-provider waterfalls
Launch
For solo SDRs
- 15,000 actions/month
- 2,500 data credits/month
- Enrich phone numbers
- Job change tracking
Growth
For growing teams
- 40,000 actions/month
- 6,000 data credits/month
- Auto-sync CRM
- HTTP API integrations
Enterprise
Annual commitment
- Custom actions and credits
- Data warehouse syncing
- Single sign-on (SSO)
- Dedicated strategist
Clay vs Sales & Outreach
Side-by-side with the top 3 other sales & outreach in this category.
| TOOL | ||||
|---|---|---|---|---|
| PRICING MODEL | Freemium | Freemium | Freemium | Freemium |
| STARTING PRICE | $149/mo | $147/mo | $29/mo | $59/mo |
| CATEGORY | Sales & Outreach | Sales & Outreach | Sales & Outreach | Sales & Outreach |
| AI AGENT | Yes | No | Yes | Yes |
| EDITOR'S PICK | No | No | No | No |
| KEY FEATURES |
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| TAGS | #enrichment#outbound#rev-ops | #sales#prospecting#data | #sales#email#coaching | #sales#outreach#crm |
| WEBSITE | www.clay.com | seamless.ai | www.lavender.ai | www.apollo.io |
Clay — frequently asked questions
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